Developing a market orientation
By: Rohit Deshpandé, editor.
Contributors: Deshpande, Rohit.; Marketing Science Institute.
Publisher: Sage Publications
Published: 1999
Place of publication: Thousand Oaks, Calif
Language: eng
Number of pages: 320
Subjects: Marketing research.; Customer services.; Corporate culture.; Organization.; Competition.
Description: Market orientation is best defined as an organization-level culture, a set of shared values and beliefs about putting the customer first in business planning. This book demonstrates the importance of market orientation on organizational culture (the shared set of values for putting customers first), on strategy (the creation of superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating and satisfying customers).
Notes: Includes bibliographical references and indexes.
Papers originally published as Marketing Science Institute working papers.